Recent Projects

Old Grand-Dad

Old Bourbon, New Spirit.

Old Grand-Dad

Coho Creative collaborated with Beam to revitalize the Old Grand-Dad brand. It looked dated, the 80 & 100 proofs weren’t properly differentiated, and the key Point Of Difference (high rye mash bill) just wasn’t noticeable. Our designers took inspiration from the past as we updated typography, created a more friendly illustration of Basil Hayden Sr., and improved priority of communication. Now, dear Old Grand-Dad is happily sharing his new spirit!

We balanced creating a cohesive brand look across proofs, while also adding much needed differentiation.

The “High Rye Mash Bill” claim was linked to the brand name for greater prominence and connection.

Strong but thoughtfully integrated versioning helps the bonded 100 proof bourbon stand out from the 80 proof, and demand its more premium price.